Sage by Heston Blumenthal is a range of high-end kitchen appliances that we launched in the UK. They’re still making waves in the category – with year on year double digit growth. Our work for Sage is based on the “ZMOT” element of the purchase cycle – giving people interesting and compelling content when they’re researching what to buy.
Did you know that to make a really tasty cuppa, you need to get the brew time and temperature precisely right? Neither did the shoppers at Westfield Stratford. To bring the expertise behind Sage’s Tea Maker to life, we created #TalkTeaWithHeston - a social object that received thousands of content views and a reach of several million.
Sage produced many different types of content films - to explain what they're about, to show off the products and demonstrate how to get the most out of them. In this series, Heston introduces the product range. These films are being watched to the end by nearly 50% of viewers. Over 1 million of these films have been downloaded and watched.
Generating awareness for Sage, by being talked about on food blogs and in appropriate press/website titles, is crucial for driving web and store traffic. We focus on talking to serious foodies - who really appreciate the expertise behind these products. Sage got off to a flying start, with 460 media features in the first year achieving a combined reach of 247,267,427
A strong support network of friends and family is key to successfully starting a healthier lifestyle. That’s why our Sage #JuiceLove social campaign encouraged people to share their juicing experiences and nominate a deserving friend to receive a new juicer.
50 people passed on their #JuiceLove over 50 days, and a juicing support community was born on our #JuiceLove landing page.
To promote the new Custom Loaf Pro premium bread maker, we created a social campaign hijacking #RealBreadWeek, harnessing support from top UK Food bloggers and offering free top quality bread makers to those with top quality recipes. 2016 was another record year for the business.
MBA have worked with us since the inception of the business here in the UK and Ireland and continue to do so. They have performed tasks for us in market research, creative development and production. They also manage our PR function. All work has been carried out extremely professionally. Without MBA our business would not be the success that it is. This is testament to the outstanding people within MBA. They have a continuing focus on innovation, quality and customer service. We have a very high regard for MBA.
Tim Hossack Director of Sales and Marketing, Sage by Heston Blumenthal
